Community Engagement Drives Growth in Thomaston, Georgia
The United States has recently seen large shifts in population across the country, with some municipalities growing at dramatic rates, while other municipalities lose population, sometimes at alarming rates as well. The latter was the case in Thomaston, a town of approximately 10,000 residents located in the west central Piedmont region of Georgia. In the early 2000s, two mills, one in operation since the late 1800s, and the Yamaha Piano Manufacturing plant shuttered operations. These closings resulted in the devastating loss of nearly 5,000 local jobs.
As is typically the case with the loss of large employers, residents moved away from Thomaston seeking work in other areas. With their departures, small businesses closed leaving empty dwellings and storefronts, real estate values dropped. Mill buildings were demolished, and fewer residents were available to serve on town and community committees and organizations, leaving important volunteer initiatives undone. As a result of losing the mills that had served as the major employers for decades, the town lost its sense of identity, with the entire community feeling a sense of loss. Recognizing the importance of reversing the downturn happening in their town, officials sought to find avenues to reinvigorate Thomaston, and they did so using the Community Heart & Soul model for community engagement.
Community Heart & Soul helps elected and appointed officials recognize, acknowledge, and act on the vision residents have for their community. Participating in the Community Heart & Soul process ensures that officials are aware of what matters most to the community and can then act on the concerns and vision of the residents they serve.
Thomaston-Upson (County) began Community Heart & Soul in 2018 with the assistance of the Georgia Electric Membership Corporation (EMC) and Upson EMC. Upson County employee Jennifer Rogers was tapped to manage the Heart & Soul program locally. Throughout the process, Thomaston residents were asked to share what mattered most to them through a variety of outreach methods, most notably via a traveling chalkboard that would appear at events from outdoor concerts to downtown festivals. Recognizing that many residents do not participate in municipal decision-making, Jennifer worked with volunteer Heart & Soul team members to reach all segments of the population to determine what residents loved most about their community and their vision for the future. Outreach efforts included attending youth leadership gatherings, meetings with senior citizen groups, table-top discussions with various community organizations, and online polling. Throughout the community engagement process, Thomaston connected with more than 6,700 residents either in person or online, who developed ten Heart & Soul value statements that focused on the arts and culture, the downtown area and local economy, the town’s natural assets, and more. These statements evolved into 20 Action Items designed to help guide the town’s revitalization planning.
As with many other municipalities, Thomaston utilized the Community Heart & Soul model to spearhead its long-term process of growth. The 20 action items were formalized in an action plan, accomplished when the City Council, Upson County Board of Commissioners, and the Thomaston-Upson School Board, adopted a resolution to honor the action items in future decision making.
On March 2, 2020, Thomaston-Upson Community Heart & Soul was recognized by the State of Georgia, which passed a resolution making March 2, 2020, Heart & Soul Day at the State Capitol, and in 2021, the program was honored with a Georgia County Excellence Award.
Upon completion of the four-phase program, Thomaston-Upson Heart & Soul Inc., a 501(c)3, was created with remaining funds from the program and continuing Upson County and EMC donations. The nonprofit’s board, made up of residents involved in the Heart & Soul initiative, is co-chaired by Jennifer Rogers, the former Heart & Soul project coordinator. It has acted as the fiscal sponsor for the implementation of a number of Thomaston’s action items through the ensuing years.
Six years into its Community Heart & Soul efforts, Thomaston continues to realize success. Taylor Smith, the City of Thomaston’s Economic Development Director, was locally born and raised. He left after the mills closed to pursue his education and, after receiving a master’s in public administration, returned to Thomaston. Upon his selection as Economic Development Director, Taylor was told by City Manager Russell Thompson that “he needed me to take and implement the Heart & Soul Action Plan—our guide.” For Taylor, “providence has put me where I am meant to be—back home—to help transform our community.”
While not directly involved in the initial phases of Community Heart & Soul in Thomaston, Taylor knew how impactful the program and its resulting Action Plan would be in revitalizing his hometown. “Atlanta was growing and, at 60 miles away, we were seeing unprecedented growth in our area as a bedroom community.” Noting Thomaston’s small-town charm and proximity to Atlanta, Taylor said that in 2021 he focused on branding the community as home—family, fun, community, “the home you are searching for,” utilizing the Heart & Soul value statements and Action Plan as inspiration for the brand.
During the early implementation of Thomaston’s Action Plan, it was selected by HGTV to be a participant in the “Home Town Kickstart” television show. “We applied three times to be on that show,” noted Jennifer. Upon being selected, a team of professionals went to Thomaston and assisted in revitalizing downtown storefronts with new facades and gathering places. They refurbished a local barbecue drive-in that had been a gathering spot for locals for over 50 years and upgraded a home that had long provided a safe haven for those in need. More importantly however, they literally put Thomaston on the map as an affordable, small-town bedroom community for those who work in Atlanta, Columbus, or Macon. Said Jennifer, “it was a huge pride piece for us.”
Taylor continues to work in close collaboration with Thomaston-Upson Heart & Soul Inc. According to Jennifer, “whenever anything comes up regarding the 20 action items, Taylor invites us to participate.” For example, one action item involved the creation of more trails for walking and connectivity. While there was a trail around a lake in the city, it had not been maintained and was underutilized. With the assistance of the foundation through hosting meetings with the city, “the trail was cleaned up and is now a favorite spot not only for walking, but the spot has become a favorite for fishing as well” noted Jennifer.
From initial improvements such as enhanced walking and biking trails, increased outdoor festivals and other social events, to longer-term improvements requiring more resources such as their new hotel and farmers market, the Heart & Soul Action Plan has resulted in greater interest and opportunity for new businesses to locate in town. Taylor proudly relates that when he “took over in 2021, the vacancy rate in downtown Thomaston was 31 percent. Today that number has been reduced by nearly half.”
“One of our biggest improvements is not brick and mortar, but that everyone has a unified vision of what our town can be,” said Taylor. “Community Heart & Soul was able to bring the community together—the Council, City Manager, Mayor, staff—to talk about everything. Where most governments fail is that they hold public meetings and expect people to show up, but the best way to reach people is in the community.” Taylor cited an example of recent community engagement sessions conducted in a church in East Thomaston, a neighborhood hard hit by the mill closings. “The neighborhood is involved in examining potential uses for the vacant land,” and elected officials are listening. “Russell, the City Manager during Community Heart & Soul program, continues to see the purpose and benefit of the program and has undertaken a concerted effort to improve the quality of life in Thomaston through community engagement,” noted Taylor.
The results of the initiatives undertaken in Thomaston are nothing short of amazing. The current population exceeds the population from before the mills closed. Nearly a dozen new stores grace the downtown footprint. The farmer’s market is up and running. Thomaston’s annual “Art and Soul” festival attracts thousands of visitors from across the state. Young people who grew up in Thomaston are moving back to town, opening businesses, and getting jobs there. “Young people—millennials—want to live, work, and shop in downtown Thomaston,” said Taylor, “they see the value of small town America and are coming home. Residents are optimistic and community pride is coming back.”
What matters most to the residents of Thomaston, Georgia, is similar to many other municipalities: safe open spaces, thriving local business, social and cultural activities, farmers markets, and well-thought-out infrastructure projects to maintain vibrant downtown areas. Thomaston continues to evaluate its population growth, using their Heart & Soul value statements and long-range planning strategies, and by continuing to employ Community Heart & Soul community engagement activities as the catalyst for future change. Playing the long game is ensuring Thomaston’s success.
Heart & Soul Value Statements
| Arts and Culture. We have an appreciation for and a commitment to the arts and our local culture for bringing us together to celebrate the visual arts, music, and traditions unique to our community. |
| Downtown Thomaston. Downtown Thomaston’s Courthouse square captures and conveys the spirit of our community because it is home to many of our one of a kind locally owned businesses, historic structures, and events that bring us together. |
| Flint River/The Bluff. We believe the Flint River and Sprewell Bluff are two of the greatest assets our community has because they collectively provide us with magnificent scenic views and endless outdoor recreation opportunities. |
| Local Assets. We appreciate the diversity and caliber of our unique local assets that directly impacts our overall sense of place and wellbeing. |
| Local Economy. We appreciate the efforts of the Development Authority, Chamber of Commerce, Main Street programs for creating an environment that promotes growth of our diverse base of businesses and industries. Their investment in our community motivates us to live work, and play locally. |
| Natural Assets. We appreciate that our community has an abundance of natural resources which creates beatific scenic views, clean air, and offers residents and visitors a variety of outdoor opportunities to connect with nature and each other. |
| Parks and Recreation. We take pride in and feel a special connection to all of our local parks and recreation programs. |
| Public School System. We take pride in our local public school system because we understand and appreciate how it impacts the community by providing quality education and after-school programs. We cherish that we are recognized for and united by our school’s successful sports program. |
| Small Town Feel. We value the convenience, peacefulness, and safety of small-town life where relationships are built and maintained making this family-friendly community a great place to live. |
| The People. We value the people in our community who, through compassion, support and connectedness, lend to a sense of place, family, and belonging. We encourage our values being put into the action through both individual and organized efforts. |
Action Items
- Create a farmers market downtown to sell locally grown and made products.
- Recruit national chains to the area.
- Encourage businesses that offer additional activities (arcades, bowling, trivia, etc.)
- Build an amphitheater for the community.
- Hold movies in the Greatest Generation Park.
- Incentivize food/beverage start-ups.
- Offer communitywide recycling program with pick-up or convenient drop-off locations.
- Develop enhanced biking and walking trails.
- Ensure that downtown facades and all historic buildings are well maintained.
- Develop a homeless shelter.
- Conduct a “Taste of Thomaston” event.
- A referendum on distilled spirits package and distribution
- After-school tutoring program.
- First Fridays and more social events.
- Return of the “Spring Fling” in the pine grove
- Arts & Crafts Festival
- Restaurants with outdoor seating.
- Downtown Thomaston needs places for informal gatherings—a courtyard or other common area, with creative lighting and artwork.
- More outdoor activities with live music
- Tubing, zip lines and horse trails at the Bluff
Robin is Principal at Mayer & Associates, a strategic communications consulting firm, where she provides services in traffic safety, communications, and social media training for state and local governments. Prior to moving to North Carolina in 2022, she served as Chair of the Board of Selectmen in Damariscotta, Maine.
